Creative strategy and the business of design - Davis, Douglas (Blue Ash, OH HOW Books, an imprint of F+W Media, 2016)
Foreword -- Introduction -- Welcome to the other side of the brain: business concepts creatives should understand -- Emerging from the cocoon: the benefits of strategic approach -- What they say versus what we hear: translating client requests -- You talkin' to me?: reaching your target on behalf of the brand -- The cord-cutter struggle: understanding features, benefits, and values -- Think how they think to do what we do: implementing the creative strategy framework -- Getting knee deep: the advanced strategy session -- Beyond "make it pretty": positioning, pitching, and leading the client -- Where's the map?: 11 questions a creative brief should answer -- Matchmaking: aligning target, channel, and messages -- Sell without selling: preparing yourself to present -- How to take a punch in the face: 7 tips for surviving as a creative -- Dragon slaying" successfully managing fear -- Portfolios are like cartons of milk: words problems from relevant practitioners
Includes index.
Keywords: Commercial art; Design; Advertising; Marketing